In an exclusive iNTERGAMINGi roundtable, representatives from Zillion Games, Softswiss and Royal Partners discuss player engagement strategies from the perspectives of a provider, igaming software developer and operator.
Player engagement can take many forms in igaming, but different priorities emerge for companies the wider the net is cast across the industry.
To gain a wider view of the player engagement landscape, iNTERGAMINGi spoke to those in the know from provider Zillion Games, igaming software developer Softswiss and affiliate program Royal Partners, which works with Lex Casino.
Read the full article in the latest issue of iNTERGAMINGi
To receive every print and digital issue of iNTERGAMINGi, subscribe here
INTERGAMINGi: How are Zillion Games’ slots built to support player engagement, acquisition and retention?
Kseni Viatkina, chief marketing officer at Zillion Games:
Our product development team focuses on popular themes because we understand players’ needs based on our analytics and partner interactions. We also incorporate unique mechanics and features, making our content appealing and engaging.
A unique accumulation feature in our games Sun Strike, Book of Valhalla and Jurassic Fight greatly helps in retaining players. We participate in tournaments with major casinos, offering significant prizes to introduce players to our games and encourage engagement post-tournament.
This strategy is supported by our analytics, showing sustained interest following these events.
We integrate artificial intelligence technologies into our product development process, leveraged by programmers and artists to enhance our graphics and characters, attracting further attention to our games.
What operations at Softswiss support player engagement?
Tatyana Kaminskaya, head of Softswiss’ Game Aggregator:
Softswiss offers a comprehensive ecosystem of products and services that seamlessly integrate with each other. Each product and tool excels in technology and focuses on boosting player engagement and satisfaction.
The Softswiss Game Aggregator, reinforced with the Tournament Tool, allows clients to create customisable tournaments featuring slots, live games and crash games simultaneously.
The Tournament Tool provides real-time updates on rules, leaderboards and tournaments. It facilitates tournaments across various games from different providers and extends to multiple casinos, significantly enhancing the user experience. The Softswiss Jackpot Aggregator, meanwhile, is designed for online jackpot campaigns that prioritise variety and personalisation.
The Jackpot Aggregator integrates seamlessly with the Game Aggregator, giving access not only to branded jackpots but to network jackpots, creating a synergy among business solutions that enhances player engagement.
The powerful trend of gamification is further enriched in the Softswiss Sportsbook with unique bonuses such as the Hunting Bonus, Hunting Tournaments, Lootbox Bonuses and the Freebet Booster.
These sophisticated tools and innovative features demonstrate Softswiss’ commitment to supporting the igaming industry by driving player engagement, facilitating acquisition and ensuring retention through a robust and engaging ecosystem.
What types of player engagement tools does an operator like Lex Casino look for when striking partnerships?
Rodion Gusarov, affiliate manager at Royal Partners:
In the quest for effective tools to engage, acquire and retain players, operators like Lex Casino emphasise modern approaches.
Key techniques include player segmentation and the creation of personalised promotions through weekly and monthly campaigns, encompassing both deposit and no-deposit offers.
These tools are extended across all 10 of our brands, not just Lex Casino. Utilising a variety of communication channels, such as email, WhatsApp and social media, ensures that player preferences and geographical locations are considered.
Gamification in the onboarding process fosters an interactive and engaging experience for new users. Triggered communications based on user activity or inactivity, such as deposit reminders or efforts to re-engage inactive players, are also crucial. Additionally, maintaining an attractive and high-quality product is essential and facilitated through regular game updates and the inclusion of popular providers as requested by players.
Personalised handling of VIP players is another significant aspect involving tailored offers, a dedicated personal manager and quick withdrawals. Increasing player loyalty is achieved through comprehensive loyalty programs, exciting tournaments and promotions with renowned providers.
Collecting and analysing player feedback further helps in improving the product. Our expertise allows us to scale successful strategies effectively. However, the example of Lex Casino is particularly relevant, given its focus on VIP players.
